“The first slide is 'Here's five controversial rules that we had at our wedding recently.' That's a great hook — it's a very negative, interesting hook — people are like 'Oh what are the controversial rules?' And then the rules are controversial.”

Open with a controversial hook — negative framing drives curiosity better than benefit framing

Negative or controversial hooks outperform benefit-first hooks on TikTok because they trigger a curiosity gap the viewer has to resolve. 'Five controversial wedding rules' makes scrolling past feel like leaving an open question unanswered. Once you have watch time, you've earned the right to introduce your app as the solution or tool inside the story.